Analisis Strategi Pemasaran UMKM Telur Asin Rahayu Babat - Lamongan

Abstract

The micro, small and medium enterprises of salted egg “Rahayu” is the one of business with excellent products in Lamongan, East Java Province. The best quality of organic raw materials from wild ducks into the benefits of these products so that they can be accepted by the market. This research aims to (1) Identify the characteristics of consumer micro, small, and medium enterprise of TAR current, (2) Identify the stage of the consumer purchase decision micro, small and medium enterprise of TAR, (3) Analyze internal and external environmental factors on micro, small and medium enterprise of TAR, (4) Recommend appropriate marketing strategies for sale on micro, small and medium enterprise of TAR. Based on the result obtained from IFE Matrix (3,336) and EFE Matrix (3,168), the position on Matrix IE is in cell I, with the type of “Grow and Build” strategy. The main strategies recommended alternative is to maintaining good relationships with customers and suppliers of raw materials.